Political Marketing and Public Diplomacy by Pro-Israel and Pro-Palestinian Advocacy Groups

This book looks at how both advocacy groups in New Zealand and Australia use political marketing to conduct advocacy and support Israeli and Palestinian public diplomacy and nation branding. The focus lies on their marketing orientation, segmentation/ targeting/ positioning (STP), and internal marketing practices. The theoretical framework will draw upon several political marketing frameworks and concepts including the product/sales/market-oriented framework, the STP process, and Petitt's internal stakeholder marketing approaches. The book examines four case studies: (1) the Palestine Solidarity Network Aotearoa (PSNA), (2) the Israel Institute of New Zealand (IINZ), (3) the Australia/Israel & Jewish Affairs Council (AIJAC), and (4) the Australia Palestine Advocacy Network (APAN). To ensure balance and comparison, four groups representing both the pro-Israel and pro-Palestinian camps in NZ and Australia were selected. Other criteria included their broad scope of activity, approachability and accessibility, as well as connections to state actors through advocacy, public diplomacy, and nation branding.

Explores how advocacy groups can support official public diplomacy and nation branding activities Highlights how political marketing can be used outside of domestic party politics and elections by a range of actors Advances knowledge at the intersection of political marketing, advocacy, public diplomacy and nation branding

Autorentext

Andrew Lim is a researcher based in New Zealand who is particularly interested in how advocacy groups can contribute to public diplomacy. He is also interested in New Zealand politics, history, and social issues.

Inhalt

1. Introduction.- 2. Palestine Solidarity Network Aotearoa.- 3. Israel Institute of New Zealand.- 4. Australia/Israel & Jewish Affairs Council.- 5. Australia Palestine Advocacy Network.- 6. Conclusion.